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Case - Tipco : Premium Pineapple Juice
Reveal every process with the highest care like “a mother taking care of her child” to get pineapple juice without the burning taste on your tongue which confirms the good quality of Tipco products.

Challenge from competitor:
All competitor brands all communicate about product benefits and the taste of the products. Our challenge is, of course, how to differentiate Tipco’s Homsuwan (Name of a typical Thai pineapple) pineapple juice with straight-to-the-point communication so it would become the top of mind products.

Idea:
Tipco wants to create awareness that Homsuwan pineapple juice has been taken care of like a child of a mother as she cares for her child since the first second, keeping it safe from any harm and watching its every step throughout 18 months, to ensure the top quality product that will take care of the consumers’ health with the non-burning taste.

Buzz trend:
Because this ‘Homsuwan’ pineapple juice is one of the best products from Tipco that has been well processed. Everyone who has tried the product came out to guarantee that the pineapple juice does not leave a burning feeling on their tongue by taking a selfie of themselves sticking their tongue out with the product.

Result:
After the campaign launch, the consumers are now aware that Tipco’s ‘Homsuwan’ pineapple juice is produced with cautious process and highest care, just like when a mother cares for her child. The campaign urges that #HomsuwanTakesCareOfYouEveryday as the juice help make you healthy without burning one’s mouth/throat, the campaign helped attract attention from the consumers and helped drive sales of the products as well.